Analytics on Mobile

An interesting study from Openwave on mobile internet usage highlights recent mobile advertising trends and points to the value of targeting.

The study points out that while AdMob served the most ads (nearly 7 times more than the nearest competitor), it also had the lower click through rate (CTR) in comparison to BuzzCity and Microsoft. 

Ads served by Microsoft had a 10% higher CTR, while ads served on the BuzzCity network were 100% higher. The study suggests that AdMob’s lower CTR is the result of too many generic ads that are not targeted or relevant to the subscriber.

This shows how important targeting is for any mobile advertising campaign – something that any seasoned marketer knows only too well.  We highlight this in a white paper on mobile advertising  within various social networking communities. 

Many of the mobile social networks are building an open, two-way communication and harnessing opt-in to collect socio-demographic data such as gender, age, location and in some instances what they want to receive advertising on.  This granular details goes a long way towards better targeting for the advertiser.

It makes sense to make the most out of mobile analytics offered by both the ad network and an independent vendor such as Bango to get as much detail about how your ad campaign performed in real time. 

See how many unique visitors responded to the campaign, from which countries, on which network and handsets.  Above all, see how many consumers converted and reached the goal you had set. All are delivered through Bango’s mobile analytics service, available now for a free 30 day trial.

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